For an understanding of the material world: a biography of the brand ‘Apple’

Detalhes bibliográficos
Autor(a) principal: Batinga, Georgiana Luna
Data de Publicação: 2019
Outros Autores: Pinto, Marcelo de Rezende, Guimarães, Ludmila de Vasconcelos Machado
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: Cadernos EBAPE.BR
Texto Completo: https://periodicos.fgv.br/cadernosebape/article/view/67383
Resumo: The purpose of this study is to reflect on how objects can be characterized as predicates of culture, considering that objects are fundamental nonhuman actors in the experiences of everyday life, connecting humans through their functions and symbolism. This discussion, still incipient in the Consumer Culture Theory (CCT), deserves attention from researchers since following the life of these objects means to understand their effects on individual and collective subjectivity. The theoretical assumption that supports the reflection presented in this article is the influence that the material world exerts on human life, as objects are determinant in daily life. Objects - tangible or intangible, such as material goods, brands, animals - have the capacity to act socially, are endowed with the power of induction and action, a property that does not belong only to humans (LAW, 2001). They also have a social life that can be built from their various uses and contexts, thus accumulating a cultural biography. This study adopts a qualitative-interpretative approach, and the methodology consistes of writing the biography of the brand ‘Apple’ and pointing out its agency. The discussion is based on the discursive analysis of the brand’s advertising pieces, through the theoretical approach of the Semiolinguistic Theory (ST) by French linguist Patrick Charaudeau.
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spelling For an understanding of the material world: a biography of the brand ‘Apple’Por una comprensión del mundo material: Una biografía de la marca ApplePor uma compreensão do mundo material: uma biografia da marca AppleMaterial culture. Consumption. Materiality. Objects. Biography of things.Cultura material. Consumo. Materialidad. Cosas. Biografía de las cosas.Cultura material. Consumo. Materialidade. Coisas. Biografia das coisas.The purpose of this study is to reflect on how objects can be characterized as predicates of culture, considering that objects are fundamental nonhuman actors in the experiences of everyday life, connecting humans through their functions and symbolism. This discussion, still incipient in the Consumer Culture Theory (CCT), deserves attention from researchers since following the life of these objects means to understand their effects on individual and collective subjectivity. The theoretical assumption that supports the reflection presented in this article is the influence that the material world exerts on human life, as objects are determinant in daily life. Objects - tangible or intangible, such as material goods, brands, animals - have the capacity to act socially, are endowed with the power of induction and action, a property that does not belong only to humans (LAW, 2001). They also have a social life that can be built from their various uses and contexts, thus accumulating a cultural biography. This study adopts a qualitative-interpretative approach, and the methodology consistes of writing the biography of the brand ‘Apple’ and pointing out its agency. The discussion is based on the discursive analysis of the brand’s advertising pieces, through the theoretical approach of the Semiolinguistic Theory (ST) by French linguist Patrick Charaudeau.El objetivo de este estudio se centra en reflexionar sobre cómo las cosas o los objetos, como actores no humanos fundamentales en las experiencias de consumo de la vida cotidiana que conectan a los humanos mediante sus funciones y simbolismos, pueden caracterizarse como predicados de la cultura. Esta discusión, aún incipiente en la Consumer Culture Theory (CCT), merece atención de los investigadores del campo, pues, acompañar la vida de esos objetos es, en gran parte, entender sus efectos en la subjetividad individual y colectiva. El presupuesto teórico que sostiene la reflexión propuesta en este artículo es la influencia que el mundo material ejerce en la vida de los humanos, o sea, cómo las cosas u objetos son determinantes en la vida diaria. Las cosas –tangibles o intangibles, tales como bienes materiales, objetos, marcas, animales– poseen una capacidad de actuar socialmente, están dotadas de poder de inducción y de acción, una propiedad que no pertenece sólo a los humanos (LAW, 2001). Ellas también poseen una vida social que puede construirse a partir de sus diversos usos y contextos, acumulando, así, una biografía cultural. Para la conducción de este estudio se adoptó una perspectiva cualitativa-interpretativa y el camino metodológico escogido que considera, al final, escribir la biografía de la marca Apple e indicar su agencia, se apoya en el análisis discursivo de las piezas publicitarias de la marca, a través del abordaje teórico-metodológico de la Teoría de la Semiolinguística (TS), del lingüista francés Patrick Charaudeau.Este estudo reflete sobre como as coisas ou os objetos1, enquanto atores não humanos fundamentais nas experiências de consumo da vida cotidiana, que conectam os humanos mediante suas funções e simbolismos, podem ser caracterizados enquanto predicados da cultura. Essa discussão, ainda incipiente na consumer culture theory (CCT), merece a atenção dos pesquisadores do campo, pois acompanhar a vida desses objetos significa, em grande parte, entender seus efeitos na subjetividade individual e coletiva. O pressuposto teórico que sustenta a reflexão proposta neste artigo é a influência que o mundo material exerce na vida dos humanos, ou seja, como coisas ou objetos são determinantes na vida diária. As coisas – tangíveis ou intangíveis, tais como bens materiais, objetos, marcas, animais – têm uma capacidade de agir socialmente, são dotadas de poder de indução e de ação, uma propriedade que não pertence apenas aos humanos (LAW, 2001). Elas também têm uma vida social, que pode ser construída a partir de seus diversos usos e contextos, acumulando, desse modo, uma biografia cultural. Para a condução deste estudo, adotou-se uma perspectiva qualitativa-interpretativista e o caminho metodológico escolhido considera, ao final, escrever a biografia da marca Apple e apontar sua agência, apoiando-se na análise discursiva das peças publicitárias da marca, por meio da teoria da semiolinguística (TS), abordagem proposta pelo linguista francês Patrick Charaudeau. Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas2019-02-22info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://periodicos.fgv.br/cadernosebape/article/view/67383Cadernos EBAPE.BR; Vol. 17 No. 2 (2019); 263-276Cadernos EBAPE.BR; Vol. 17 Núm. 2 (2019); 263-276Cadernos EBAPE.BR; v. 17 n. 2 (2019); 263-2761679-3951reponame:Cadernos EBAPE.BRinstname:Fundação Getulio Vargas (FGV)instacron:FGVporenghttps://periodicos.fgv.br/cadernosebape/article/view/67383/75133https://periodicos.fgv.br/cadernosebape/article/view/67383/75136Copyright (c) 2019 Cadernos EBAPE.BRinfo:eu-repo/semantics/openAccessBatinga, Georgiana LunaPinto, Marcelo de RezendeGuimarães, Ludmila de Vasconcelos Machado2019-07-18T19:55:10Zoai:ojs.periodicos.fgv.br:article/67383Revistahttps://periodicos.fgv.br/cadernosebapehttps://periodicos.fgv.br/cadernosebape/oaicadernosebape@fgv.br||cadernosebape@fgv.br1679-39511679-3951opendoar:2024-05-13T10:00:04.351063Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV)true
dc.title.none.fl_str_mv For an understanding of the material world: a biography of the brand ‘Apple’
Por una comprensión del mundo material: Una biografía de la marca Apple
Por uma compreensão do mundo material: uma biografia da marca Apple
title For an understanding of the material world: a biography of the brand ‘Apple’
spellingShingle For an understanding of the material world: a biography of the brand ‘Apple’
Batinga, Georgiana Luna
Material culture. Consumption. Materiality. Objects. Biography of things.
Cultura material. Consumo. Materialidad. Cosas. Biografía de las cosas.
Cultura material. Consumo. Materialidade. Coisas. Biografia das coisas.
title_short For an understanding of the material world: a biography of the brand ‘Apple’
title_full For an understanding of the material world: a biography of the brand ‘Apple’
title_fullStr For an understanding of the material world: a biography of the brand ‘Apple’
title_full_unstemmed For an understanding of the material world: a biography of the brand ‘Apple’
title_sort For an understanding of the material world: a biography of the brand ‘Apple’
author Batinga, Georgiana Luna
author_facet Batinga, Georgiana Luna
Pinto, Marcelo de Rezende
Guimarães, Ludmila de Vasconcelos Machado
author_role author
author2 Pinto, Marcelo de Rezende
Guimarães, Ludmila de Vasconcelos Machado
author2_role author
author
dc.contributor.author.fl_str_mv Batinga, Georgiana Luna
Pinto, Marcelo de Rezende
Guimarães, Ludmila de Vasconcelos Machado
dc.subject.por.fl_str_mv Material culture. Consumption. Materiality. Objects. Biography of things.
Cultura material. Consumo. Materialidad. Cosas. Biografía de las cosas.
Cultura material. Consumo. Materialidade. Coisas. Biografia das coisas.
topic Material culture. Consumption. Materiality. Objects. Biography of things.
Cultura material. Consumo. Materialidad. Cosas. Biografía de las cosas.
Cultura material. Consumo. Materialidade. Coisas. Biografia das coisas.
description The purpose of this study is to reflect on how objects can be characterized as predicates of culture, considering that objects are fundamental nonhuman actors in the experiences of everyday life, connecting humans through their functions and symbolism. This discussion, still incipient in the Consumer Culture Theory (CCT), deserves attention from researchers since following the life of these objects means to understand their effects on individual and collective subjectivity. The theoretical assumption that supports the reflection presented in this article is the influence that the material world exerts on human life, as objects are determinant in daily life. Objects - tangible or intangible, such as material goods, brands, animals - have the capacity to act socially, are endowed with the power of induction and action, a property that does not belong only to humans (LAW, 2001). They also have a social life that can be built from their various uses and contexts, thus accumulating a cultural biography. This study adopts a qualitative-interpretative approach, and the methodology consistes of writing the biography of the brand ‘Apple’ and pointing out its agency. The discussion is based on the discursive analysis of the brand’s advertising pieces, through the theoretical approach of the Semiolinguistic Theory (ST) by French linguist Patrick Charaudeau.
publishDate 2019
dc.date.none.fl_str_mv 2019-02-22
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.fgv.br/cadernosebape/article/view/67383
url https://periodicos.fgv.br/cadernosebape/article/view/67383
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://periodicos.fgv.br/cadernosebape/article/view/67383/75133
https://periodicos.fgv.br/cadernosebape/article/view/67383/75136
dc.rights.driver.fl_str_mv Copyright (c) 2019 Cadernos EBAPE.BR
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2019 Cadernos EBAPE.BR
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas
publisher.none.fl_str_mv Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas
dc.source.none.fl_str_mv Cadernos EBAPE.BR; Vol. 17 No. 2 (2019); 263-276
Cadernos EBAPE.BR; Vol. 17 Núm. 2 (2019); 263-276
Cadernos EBAPE.BR; v. 17 n. 2 (2019); 263-276
1679-3951
reponame:Cadernos EBAPE.BR
instname:Fundação Getulio Vargas (FGV)
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instname_str Fundação Getulio Vargas (FGV)
instacron_str FGV
institution FGV
reponame_str Cadernos EBAPE.BR
collection Cadernos EBAPE.BR
repository.name.fl_str_mv Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV)
repository.mail.fl_str_mv cadernosebape@fgv.br||cadernosebape@fgv.br
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